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Quality Monitor Survey of Tourism in Germany 2010/2011 Results

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Quality Monitor Survey of Tourism in Germany 2010/2011 Results www.qualitaetsmonitor-deutschland-tourismus.de www.germany.travel Quality Monitor survey of tourism in Germany 2010/2011 results Holidaymakers' overall satisfaction with their stay German International visitors visitors Avg.=. All visitors Avg.=. = delighted = disappointed www.reiseversicherung.de Where holidaymakers come from Introduction and their reasons for visiting In 2007, the German National Tourist Board and ERV (Europäische German and international visitors tend to give different reasons Reiseversicherung AG) teamed up to launch the Quality Monitor for their choice of Germany as a holiday destination. ‘Fun and survey of the German tourism industry, for which domestic and entertainment’ (75%) is by far and away the most popular reason international visitors staying overnight in Germany, either on cited by visitors from abroad, followed by ‘spending time with holiday or on business, are asked questions about their travel family and friends’ (60%) and ‘experiencing the flair of the towns experience. Since the project began, a total of around 56,000 and cities’ (54%). International visitors on holiday in Germany interviews have been conducted across the country. Survey also expressed a desire ‘to experience new things’ (45%), participants are selected on the basis of a quota sample stratified ‘to simply have a good time’ (44%), ‘to rest and relax’ (42%) by region, season, type of accommodation and nationality. and to ‘get away from it all’ (41%). For German visitors, ‘rest and The interviews are carried out face to face, and the results – relaxation and ‘fun and entertainment’ were almost equally weighted to reflect the overall picture from official statistics important (59% and 58% respectively). ‘Spending time with regarding source countries and accommodation types – are family and friends’ (49%), ‘being close to nature’ (47%) and entered into the online analysis tool. ‘simply having a good time’ (46%) also featured strongly. The main source regions for more than two thirds (67%) of all German holidaymakers were North Rhine-Westphalia, Lower Saxony, Bavaria, Hessen, Baden-Württemberg and Saxony. North Rhine-Westphalia, Germany‘s most populous federal state, accounted for 23 per cent on its own. Overnight stays at hotels and campsites in Germany by source country in 2010 A) Source country absolute % Frequency of visits Total ,, . Germany ,, Frequency of holiday visits in Germany B) Outside Germany (incl.) ) , , . of which: Europe as a whole , , . % Occasional visitor Netherlands ,, . % Switzerland ,, . United Kingdom ,, % Italy ,, . First-time visitor % Austria ,, . Overseas (excl.) ) ,, . % International visitors USA ,, . Second-time visitor % German visitors PR China incl. Hong Kong ,, . Japan ,, . % Arab Gulf States , Regular visitor Australia , . % 1) 1,298,108 overnight stays that could not be categorised (stateless, unknown, unclear, not specified) A) Source: Federal Statistical Office 2011 B) Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values, rounding differences may occur) On holiday in Germany Reasons for the choice of holiday destination Question: What were your reasons for going on this holiday, why did you go on holiday? Multiple answers permitted. to have fun/be entertained to spend time with family/friends to experience the town/city flair to experience new things to simply have a good time to rest/relax to get away from it all to be close to nature to see unusual things to have an authentic experience to enjoy a romantic time to study/train to get to know new people to rejuvenate the mind/soul to enjoy excitement/challenges to be active/sporty International visitors to be pampered German visitors to boost health/fitness to remember the old times to receive beauty treatments Holidaymakers’ top 10 criteria for their choice of destination Question: What made you choose our region as a holiday destination? Only the main reasons for the choice, multiple answers permitted All visitors International visitors German visitors Landscape/scenery % Atmosphere/ambience % Landscape/scenery % Atmosphere/ambience % Local attractions % Atmosphere/ambience % Healthy air/climate % Landscape/scenery % Healthy air/climate % Leisure/recreational facilities % Arts and culture % Leisure/recreational facilities % Image of destination % Townscape/architecture % Image of destination % Townscape/architecture % Choice for tourists % Good experience/prev. visit % Good experience/prev. visit % Image of destination % Townscape/architecture % Choice for tourists % Country/people % Choice for tourists % Local attractions % History of the region % Value for money % Recommended by friends etc. % Recommended by friends etc. % Recommended by friends etc. % Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values) Holiday arrangements Main form of transport for journey to destination How holidaymakers obtain information Question: What was the main form of transport you used to get Question: Regardless of when you made your decision to to your holiday destination? come here, where and how did you obtain information about this holiday? Multiple answers permitted. % Own car % Information from the % % internet in general % Plane Information from the % % internet in general % % Search engines % Caravan/ % % motor home % Search engines % % Town/city website % % % Town/city website Coach % %% Elsewhere online % % % Train Elsewhere online % Accom. provider's % % website % Accom. provider's % < % Hire car Twebsiteour operator's %% < % website % Tour operator's % < % Bicycle website % % % Region's website % % < % Region's website %% information from Motorbike Travel website % % the internet % information from Travel website < % International visitors %% the internet Other Federal state's < % German visitors website % Federal state's % Wwebsiteebsite of nat. % International visitors tourism org. % German visitors Website of nat. % International visitors tourism org. % German visitors Choice of accommodation Question: Where are you currently staying? 1) % Friends % % % Hotel/B&B Travel literature/ % travel guide % % % Holiday apartments/ Local travel agent private accom. % % % Brochures for % Campsite % towns/countries etc. % % Tour operator % Youth hostel etc. % brochures % % % Adverts/features in the media % Guesthouse % Accommodation % % International visitors Specialist clinic brochures % % German visitors % No information % 1) Youth hostel etc. = Recreation centres, holiday camps, boarding houses, youth hostels, wilderness huts Other information % Holiday apartments/private accom. = Holiday apartments, holiday homes, self-catering source % accommodation, private accommodation % Someone else % Tourism % Two thirds of all international visitors in Germany stay overnight information % in a hotel. One third of German visitors stay overnight in a hotel, % one third in holiday apartments/private accommodation and Trade fair visit Other information % sources one third in other forms of accommodation. In person at the % International visitors accommodation % German visitors Quality Monitor 2009-2011 Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values, rounding differences may occur) Types of holiday/holiday activities Types of holiday Question: Which of the following types of holiday would you say describes your trip? Multiple answers permitted. City break Cultural break Sightseeing trip Rest and relaxation holiday Visit to a specific event Family holiday Trip to visit relatives Fun holiday Shopping trip Culinary trip Active holiday Walking/mountain holiday Bathing holiday Cycling/mountainbike holiday Wellness/beauty holiday Private & professional Winter sports holiday Holiday for health reasons School trip Training/club trip Water sports holiday International visitors German visitors < Pilgrimage < < Other < Museums / exhibitions are particularly popular with visitors from abroad International visitors who named culture and events among their holiday activities multiple answers permitted % % % % % % % % % % Museums/ Clubs/ Events feat. Festivals/ Classical Theatre/ Sports Opera/ Rock/ Musicals exhibitions bars/ traditional events music comedy events operettas pop concerts nightlife German customs/music Quality Monitor 2009-2011 Holidaymakers‘ top 10 activities in the destinations multiple answers permitted All visitors International visitors German visitors Strolling around/exploring % Strolling around/exploring % Strolling around/exploring % Visiting cafés % Sampling local food & drink % Visiting cafés % Going to restaurants % Going to restaurants % Going to restaurants % Sampling local food & drink % Visiting cafés % Sampling local food & drink % Walking (nature) % Sightseeing % Walking (nature) % Doing nothing/unwinding % Shopping % Doing nothing/unwinding % Sightseeing % Museums/exhibitions % Sightseeing % Visiting natural attractions % Walking (nature) % Visiting natural attractions % Shopping % Individual excursions % Shopping % Individual excursions % Visiting natural attractions % Individual excursions % Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values) Mecklenburg-Western Pomerania is the top Saxony, Berlin, Hamburg and Thuringia the most destination for rest and relaxation holidays popular cultural destinations for international visitors Question: Which of the following types of holiday would you say describes your trip? Multiple answers
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